In the lower part of the view, you see the historical data on emotional needs dating back to 2002. An emotion is being fully met when expectations minus delivery equals zero. National percentile ranks of emotional needs are based on the size of the gap, where a zero gap is the best (100th) percentile. Each emotional need is bi-polar where the more positive scores represent Trust, Precision, Connection, Variety and Stability and negative scores represent Questioning, Flexibility, Detached, Routine and Anxiety. No right or wrong direction of a bi-polar need exists. Instead, consumers determine the right direction through their expectation ratings.

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